You’ve nailed your business idea, validated it, and now it’s time for the next exciting step: naming your business. It’s not just about picking something that sounds nice—it’s a key part of your brand’s foundation and sets the tone for how your business is perceived.
A great name can help your business stand out and attract the right audience, while a poorly chosen name could leave you scrambling to rebrand later. The stakes are high, but don’t let that overwhelm you.
That said, a perfect name won’t save a weak business idea or product. Think of it as the icing on a cake—it might look stunning, but if the cake itself doesn’t hold up, no amount of icing will fix it. So, let’s focus on getting that name just right to complement the brilliant business you’re building.
The Two Strategies For Naming Your Business
When it comes to naming your business, there are two main approaches you can take:
#1: Use Your Own Name
This is the personal brand route. If you’re starting a business that’s built around you—like coaching, consulting, or a creative service—it often makes sense to keep it simple and name it after yourself. For example, “Sarah Jones Coaching” or just “Sarah Jones.”
#2: Create a Brand Name
If your business is more product-focused or you’re selling something like an app, a unique brand name is the way to go. A name like “NextGen Productivity” tells your audience what you’re about and positions your product right from the start.
The choice depends on the type of business you’re building, but keep in mind: whatever you choose will shape your branding. Your name will influence everything from your logo to your website colours and overall vibe.
And let’s be real—just like giving a child an awkward name can cause issues, naming your business poorly can cost you time, money, and effort to fix later. So, let’s make sure you get it right the first time.
Company Name vs Business Name
You might be wondering, what’s the difference between your registered company name and your business name? Here’s the breakdown:
- Your registered company name is the legal name of your business, like your LLC in the US or Limited Company in the UK. It’s the official name you register with your local authority.
- Your business name is the trading name you use in the marketplace. This is the name your customers will see and remember.
The two don’t have to match. For example, my registered company name is Lucian Gem International Ltd, but one of my trading names is Step Up Boss Up Society.
This flexibility means you don’t need to stress too much about your registered company name. Once it’s set up, you can create multiple businesses under it, each with its own unique trading name. For instance, you could start with a personal brand like “Sarah Jones Coaching” and later branch out with completely different names for other ventures.
This approach gives you creative freedom while keeping the legal side of things tidy and straightforward.
What Does My business name mean?
Before settling on a name, think about what you want it to say about your business.
Your business name should highlight the core elements of your brand and resonate with your target audience.
Does your name need to be meaningful? Absolutely. You don’t want to waste time explaining what your business does every time someone hears it.
A strong name communicates your purpose clearly and helps customers instantly understand what you’re about.
One thing to watch out for: avoid names that box you into a specific niche or location. Your business name should grow with you. If you plan to expand your offerings or reach a wider audience in the future, pick a name that leaves you room to evolve.
For example, if you’re starting a gardening business but hope to branch into landscaping later, a name like Lorraine’s Petunias might be too narrow. Instead, a broader name like Lorraine’s Outdoor Garden Centre keeps your options open.
Let’s look at the digital marketing world for inspiration. Many successful agencies choose creative, non-descriptive names like Big Fish or Fat Joe.
These names allow them to pivot and grow into new niches—SEO today, full-service digital marketing tomorrow—without needing to rebrand.
On the flip side, niche-specific names, like SociallySavvy for a social media management agency, can limit your business to one product or service. That’s fine if you’re certain you’ll stay focused, but it can hold you back if you decide to expand.
Bottom line: Choose a name that aligns with your current goals but doesn’t close the door on future opportunities.
Best Practices for Naming Your Business
Naming your business is a big deal—it’s the foundation of your brand. To make sure you get it right, here are six best practices to keep in mind:
1. Avoid Location-Specific Names (Unless It Fits Your Strategy)
If you’re building an online or global business, steer clear of tying your name to a specific location. A name like Sarah Jones Coaching Michigan limits you to one area and could turn away potential customers outside of it.
On the other hand, if your business is intentionally local, feel free to include your town, state, or country. Just be strategic. For example, a name like London Internet Marketing Services might work if you only cater to London, but it could hurt you if your audience is broader.
2. Prioritise Pronunciation
Make sure your name is easy to pronounce and spell. Complicated names confuse people, and if they can’t spell it, they won’t find you online. The goal is to make it effortless for your audience to search for and remember your business.
3. Keep It Short and Sweet
Long names are forgettable, tricky to spell, and frustrating to type—especially as domain names. Think about how cumbersome something like www.thewindmillhotelandspaeastvillage.com would be. A short, punchy name is not only easier to remember but also simpler to brand.
4. Align with Your Business Objectives
Your name should reflect what your business does. If you’re launching a digital marketing agency, include something relevant like “digital” or “marketing” in the name to make your purpose clear.
5. Choose a Name You Love
You’ll be saying, writing, and seeing this name for years—so make sure it’s something you truly like. If you’re passionate about your business name, it’ll show in how you talk about your company, making it more engaging to others.
6. Check for Availability
Before you get attached to a name, make sure it’s available. Search for registered trademarks, business directories, and domain availability. With millions of .com domains already registered, it’s good to have a shortlist of 2-3 names you’re happy with.
Tools like namecheap or Hostinger can help you check domain availability and suggest alternatives if your first choice is taken. If you can’t get a .com, consider other options like .net or country-specific domains.
Once you’ve locked in your name, get excited! It’s your first step toward building a brand that stands out and represents the amazing business you’re creating.
How to Choose Your Methodology
When it comes to naming your business, you have two primary choices (personal name or brand name), but there are four methodologies to help you generate the perfect name:
1. Use Your Personal Name
This is the simplest option, but it’s best suited for personal brands where you’ll be the face of the business and involved in every aspect. Think Sarah Jones Coaching or John Smith Consulting. If the business is bigger than you or intended to grow without you, this might not be the best fit.
2. Create a Two-Word Mashup
Combine two words to form a unique name. While this can be creative, it’s tricky to pull off without pronunciation issues. For instance, names like CaiShan or Nubianjet might confuse people, whereas a name like Digicel is clear and memorable.
3. Go Keyword-Based
Think about the service or product you’re offering and the benefits it provides your ideal clients. Use these insights to build a name that clearly communicates your focus. For example, Female Entrepreneur StartUp Academy includes the target audience (Female Entrepreneur), the focus area (StartUp), and the nature of the business (Academy, meaning education-based).
4. Use Industry or Niche Terms
If you want your name to reflect the industry or niche you’re in, include relevant terms. Examples include T-Mobile, Stage Digital Marketing, or Tap Ballet Agency. These names make it easy for clients to understand what you do at a glance.
Legal Considerations
Before finalising your business name, be aware of the legalities to avoid future issues.
Registered Names
Registered company names are legally protected. In the UK, this applies to businesses registered as PLC, LTD, or LLP. If you attempt to use a name that’s already registered, you risk legal trouble. If you plan to register your company, research the specific rules around naming registered businesses in your country.
Trademarks
A trademark protects brand names and logos used on goods or services. If a name is already trademarked, you’ll need to pick a new one. Look for these symbols:
- ™ for an unregistered trademark (used for branding goods)
- ℠ for an unregistered service mark (used for branding services)
Before settling on a name, conduct a trademark search to ensure your chosen name is available. This will save you time, money, and the hassle of rebranding later.
By following these methodologies and keeping legal requirements in mind, you can confidently choose a name that sets your business up for success without risking unnecessary complications.
Using AI to Generate Business Names
If brainstorming the perfect business name feels overwhelming, AI tools can be a game-changer. Artificial intelligence offers a creative, efficient, and often surprising way to come up with unique, relevant names for your business.
Here’s how you can use AI to name your business:
1. Use AI Name Generators
There are AI-powered name generators specifically designed for businesses. Tools like Namelix, Shopify’s Business Name Generator, or even ChatGPT can create a list of potential names based on your industry, niche, or keywords. Simply input a few details about your business—such as your target audience, what you offer, and your desired tone—and let the AI do the heavy lifting.
2. Generate Keyword Ideas
AI tools can help you expand your list of relevant keywords. For example, if you’re starting a digital marketing agency, AI can suggest terms related to growth, SEO, ads, or branding that you might not have considered. These keywords can then be combined or modified to create a unique name.
3. Explore Mashups and Variations
AI can also create clever mashups or variations of words. For instance, instead of simply suggesting “Digital Growth Agency,” an AI might combine ideas to create something like “DigiGrow” or “Growthify.” These creative twists can make your name stand out.
4. Check for Domain Availability
Many AI name generators will also check if your chosen name’s domain is available. This saves you the hassle of finding out later that your ideal name isn’t an option online.
5. Get Inspiration, Not Perfection
While AI is great for generating ideas, it’s important to remember that it’s just a tool. Use the suggestions as a starting point, then refine them to make sure they align with your brand and vision. Don’t rely solely on AI—your personal touch and knowledge of your business are irreplaceable.
Why Use AI for Business Naming?
- Saves Time: AI can generate hundreds of ideas in seconds.
- Boosts Creativity: It can think outside the box and suggest names you’d never come up with on your own.
- Affordable or Free: Most tools are free or low-cost, making them accessible for new entrepreneurs.
If you’re stuck on a name, AI can be an excellent brainstorming partner, helping you get closer to the perfect choice without the stress.
Conclusion
Naming your business is one of the most exciting steps in building your brand, but it’s also one that deserves careful thought. Your business name isn’t just a label—it’s the first impression your audience will have, and it sets the tone for your entire business journey.
Whether you go with a personal name, a creative mashup, or an industry-inspired title, the key is to pick something that aligns with your vision, resonates with your audience, and grows with your business. And don’t forget the practical side—check for availability, avoid legal headaches, and ensure your name fits seamlessly into your branding.
Ready to take the next step and turn your business dream into reality? Download From Zero to Launch: The Ultimate Business Starter Checklist today and get everything you need to build a strong foundation for your business.
